"This concise introduction and guide to audience research methods is designed for publishers and editorial teams, especially those of small media outlets. Based on capacity development at IMS, it helps media outlets to make informed decisions about which approaches can provide the most relevant information to their research questions. Audience studies can also reveal perception around gender equality and inclusivity, making it possible to identify, measure and overcome gender consumption gaps. The resource pack introduces the essential components of the following methods: online surveys; A/B testing; 1-2-1 interviews; focus groups; personas; observations; design sprints; co-creation. Each method is accompanied by a short introduction, a description of how it operates and its advantages and limitations. The guide’s sections include working examples and case studies that demonstrate how these approaches are used in practice as well as links to further resources. The final section focuses on “triangulation,” a recommended approach which brings together a range of methods that allow outlets to transform audience research into a regular and integral part of operations rather than an ad hoc activity." (Publisher description)